Designing for the Digital Age: How to Create Human-Centered Products and Services

Whether you’re designing consumer electronics, medical
devices, enterprise Web apps, or new ways to check out at the
supermarket, today’s digitally-enabled products and services
provide both great opportunities to deliver compelling user
experiences and great risks of driving your customers crazy with
complicated, confusing technology.

Designing successful products and services in the digital age
requires a multi-disciplinary team with expertise in interaction
design, visual design, industrial design, and other disciplines. It
also takes the ability to come up with the big ideas that make a
desirable product or service, as well as the skill and perseverance
to execute on the thousand small ideas that get your design into
the hands of users. It requires expertise in project management,
user research, and consensus-building. This comprehensive,
full-color volume addresses all of these and more with detailed
how-to information, real-life examples, and exercises. Topics
include assembling a design team, planning and conducting user
research, analyzing your data and turning it into personas, using
scenarios to drive requirements definition and design,
collaborating in design meetings, evaluating and iterating your
design, and documenting finished design in a way that works for
engineers and stakeholders alike.

Kim Goodwin is VP Design and General Manager at Cooper, where she leads both an integrated practice of interaction, visual, and industrial designers and the development of the acclaimed Cooper U design curriculum. Kim knows the design world from multiple angles; she started as an in-house and freelance designer and spent several years as an in-house creative director before joining Cooper 11 years ago. Kim has led projects involving a tremendous range of design problems, including Web sites, complex analytical and enterprise applications, phones, medical devices, services, and even organizations. Her clients and employers have included everything from one-man startups to the world’s largest companies, as well as universities and government agencies. This range of experience and a passion for teaching have led to Kim’s popularity as an author and as a speaker at conferences and companies around the world.

"Kim’s book is nothing less than a complete handbook for an
entire profession. Kim’s unique background in the practice,
pedagogy, and epistemology of the design business has given her the
experience needed to write the ultimate ‘how-to’ book.
Every step in this fascinating and multi-faceted discipline is
described in detail in simple, readable prose, richly illustrated
with examples taken from real products, real clients, and real
design problems. This book is comprehensive in its scope,
exhaustive in its depth, authoritative in its practice, and
priceless in its wisdom. I’ve no doubt that this will become
the most dog-eared, annotated and worn-from-many-readings volume in
your library." —Alan Cooper, bestselling author of The
Inmates Are Running the Asylum and About Face 3: The
Essentials of Interaction Design

"Kim is one of the brightest minds in the world of user
experience design. Her work on Goal-Directed Design and persona
development has set a standard." —Jared Spool, Founding
Principal, User Interface Engineering

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